Banyan TreeDeveloping a Powerful Service Brand<br />Presented by-<br />Group No- 2<br />MANAS <br />MADHURJYA<br />ROHIT<b...
Origin & Service offering<br />Banyan Tree: One of the leading player in the luxury resorts and spa market in Asia.<br />I...
Niche marketing strategy
Public Relations & Global Marketing Programs</li></ul>BTHL operates with 15 resorts and hotels,35 spas and 38 retail shops...
Factors behind success<br /><ul><li>Choice of target segment
Positioning and branding strategy
Product/service design and delivery
Aggressive internal marketing
Winning the support of local communities and public interest groups
Pioneer status: first mover advantage
Pro-environmental business practices  </li></li></ul><li>Marketing & Brand Values<br />BTHL marketing strategies were mana...
Local community involvement<br />Use of local traders <br /><ul><li> supply of indigenous  materials</li></ul>Local artisa...
Scholarships for the needy children, building schools, child care centre , hosting lunches and parties
Support local cultures and religious activities</li></li></ul><li>New brands introduction<br />Introduce the Angsana brand...
Opened In 1999 in Dusit Laguna</li></ul>BTHL launched Colours of Angsana  Resort & spa, complete with an Angsana Gallery<b...
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brand building and service marketing at banyan tree hotels and resorts

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brand building and service marketing at banyan tree hotels and resorts

  1. 1. Banyan TreeDeveloping a Powerful Service Brand<br />Presented by-<br />Group No- 2<br />MANAS <br />MADHURJYA<br />ROHIT<br />SAURABH<br />SUKRIT<br />
  2. 2. Origin & Service offering<br />Banyan Tree: One of the leading player in the luxury resorts and spa market in Asia.<br />It is the case of:<br /><ul><li>Brand with it’s Brand Extension
  3. 3. Niche marketing strategy
  4. 4. Public Relations & Global Marketing Programs</li></ul>BTHL operates with 15 resorts and hotels,35 spas and 38 retail shops in more than 40 locations in 20 countries.<br />Founder: Ho Kywon Ping. <br />
  5. 5. Factors behind success<br /><ul><li>Choice of target segment
  6. 6. Positioning and branding strategy
  7. 7. Product/service design and delivery
  8. 8. Aggressive internal marketing
  9. 9. Winning the support of local communities and public interest groups
  10. 10. Pioneer status: first mover advantage
  11. 11. Pro-environmental business practices </li></li></ul><li>Marketing & Brand Values<br />BTHL marketing strategies were managed by international advertising agency<br />Sanctuary for the senses<br />Promoted as “smallish” hotel experience<br />Promoted as “Banyan Tree Experience”<br />Focused on extensive advertising<br />Brand awareness created through PR &global marketing<br />
  12. 12. Local community involvement<br />Use of local traders <br /><ul><li> supply of indigenous materials</li></ul>Local artisans <br /><ul><li> traditional art and handicraft </li></ul>Local farmers and traders<br /><ul><li>Purchase fresh produce</li></ul>Support local tourism venture<br /><ul><li>Benefit the wider local community and enhance the visitors experience</li></ul>Other social interactions<br /><ul><li>Disparity in life styles and living standards between guests and the local community
  13. 13. Scholarships for the needy children, building schools, child care centre , hosting lunches and parties
  14. 14. Support local cultures and religious activities</li></li></ul><li>New brands introduction<br />Introduce the Angsana brand<br /><ul><li>Introducing spa services in hotels
  15. 15. Opened In 1999 in Dusit Laguna</li></ul>BTHL launched Colours of Angsana Resort & spa, complete with an Angsana Gallery<br /><ul><li>Penetrate the soft adventure and cultural tourism market, creating to the more adventurous segment of market.</li></ul>Two hotel were lunched under the Colours of Angsana at China and Sri Lanka<br />
  16. 16. Q-- What are the main factors that contributed to Banyan Tree’s success? <br />
  17. 17. Banyan Tree’s success might be attributed to an overall well designed and executed external and internal marketing program, and in particular: <br /><ul><li> Choice of target segment
  18. 18. Positioning and branding strategy
  19. 19. Product/service design and delivery
  20. 20. Aggressive internal marketing
  21. 21. Winning the support of local communities and public interest groups
  22. 22. Pioneer status: first mover advantage
  23. 23. Pro-environmental business practices </li></li></ul><li>Q--Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market ? <br />
  24. 24. <ul><li>Brand positioning is timely and appropriate in today’s hectic and stressful lifestyles
  25. 25. Focused promotion efforts with minimal wastage
  26. 26. Unique positioning sustainable?
  27. 27. Unique service experience at Banyan Tree.
  28. 28. Appeal to “the senses,” </li></li></ul><li>Perceptual mapping<br />
  29. 29. Q--Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours of Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to Banyan Tree for managing these brands and products in future? <br />
  30. 30. central theme: “the romance of travel and the beauty of discovering the world”.<br />Banyan Tree targeted the higher end of the luxury resorts market <br />Angsana was more mainstream and contemporary, targeting the wider market <br /> The Colours of Angsana range of boutique hotels catered specifically to the soft adventure tourism segment, <br />
  31. 31. Recommendations<br />Achieving branding consistency through management by brand <br /> Management of the portfolio by brand would achieve more consistency in branding and positioning, and also make it easier to cross-sell and bundle products, although such an arrangement would require duplication in resources for various functions.<br />
  32. 32. Thank You<br />

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